When the iPhone was introduced in 2007, we were all familiar with Jobs' recognizable blue jean and black turtleneck brand, but there was always an element of mystery and excitement for what was to come.

Apple's innovations delivered -- the iPod, iPhone, iPad -- connecting the world and fundamentally changing how each and every one of us live.

Today, expecting to mark the anniversary with something spectacular, we got the Apple Watch 3 and iPhoneX.

I am excited about innovations that include augmented reality (AR), though it may be a little ahead of its time. AR is great, but experiencing it through a phone is cumbersome. AR won't be widely adopted and used until it moves to an affordable headset or glasses.

What all of this also indicates is that Apple has no longer become the company we look to for disruptive innovations. Instead, we get improvements to existing products.

This is not good for Apple, considering Google's rumored acquisition of HTC's smart phone manufacturing capabilities promises to put Google into a position that will allow it to compete -- and perhaps beat -- the iPhone for features and affordability. Additionally, Google is far less conservative when it comes to risky bets, and controlling the smartphone ecosystem will allow them to do so.

Perhaps what Tim Cook needs is more showmanship to shake things up? Maybe taking a page from the playbook of Jack Ma, co-founder and chairman of Alibaba -- and the richest man in China. Ma clearly knows how to hold an event, as evidence by his recent opening for Alibaba's18th Annual Celebration, when he took to the stage dressed as Michael Jackson and performed with a stage full of dancers and fireworks.